Evolution, Challenges and Marketing Strategies of Higher and Management Education in India: Historical Perspectives and Contemporary Trends

Abstract

Education is an essential instrument for societal and economic development and in India, its evolution has been shaped by ancient systems, colonial interventions and modern reforms. This paper presents a comprehensive study of higher and management education in India, beginning with the Gurukul and Buddhist models, tracing the introduction of Western education during the British era and examining post-independence reforms, including the Kothari Commission (1964–66) and the National Knowledge Commission (2005). The paper highlights the expansion of business schools, the emergence of private institutions, globalisation’s impact and the evolution of curricula and pedagogy. It analyses the status of management education, types of programmes offered, branding strategies and marketing elements (Kotler & Fox model) used by B-schools. The paper identifies systemic challenges such as faculty shortages, quality issues, regulation gaps and global competitiveness. By integrating literature from leading scholars (e.g., Nigavekar, Merritt, Gosling & Mintzberg, Pfeffer & Fong, Ivy, Brown & Oplatka), the study addresses the dynamic interplay between quantity, quality, branding and market orientation in education. This synthesis offers insights for policymakers, administrators and academicians to enhance the quality and relevance of higher and management education in India.